ASA bans La Vieille Ferme TikTok wine advert
The Advertising Standards Authority has upheld complaints against a TikTok advert for La Vieille Ferme after ruling it portrayed alcohol as beneficial for emotional wellbeing and encouraged excessive drinking.
The Advertising Standards Authority has ruled against Perrin Et Fils, trading as La Vieille Ferme, over a paid TikTok in feed advert seen in March 2026.
The advert featured three boxed wine cartons labelled “One to resurrect my soul”, “One for emotional support” and “One to erase today”, while a hand repeatedly filled a glass from each box.
Accompanying text in the post included the phrase “My health? Depends on all three” alongside references to self care, emotional wellbeing and mental health.
The ASA investigated two complaints relating to whether the advert implied alcohol had therapeutic qualities and whether it encouraged irresponsible drinking behaviour. Both complaints were upheld.
Regulator says advert linked alcohol to wellbeing
According to the ASA ruling, the advert breached CAP Code rules governing alcohol marketing by suggesting wine could provide emotional support and improve mood.
The regulator said the references “One to resurrect my soul” and “One for emotional support” implied the wine offered emotional benefit, while “One to erase today” suggested alcohol could help consumers cope with stress or difficult experiences.
The ASA concluded that the advert portrayed alcohol as capable of changing mood and possessing therapeutic qualities.
The regulator also objected to broader messaging surrounding self care and health.
According to the ruling, the headline “Finding Balance: Emotional Support and Self Care” alongside extensive references to emotional wellbeing and rejuvenation would likely be interpreted by consumers as suggesting wine formed part of a healthy self care routine.
The ASA said the advert therefore contained prohibited health claims for an alcoholic product.
Excessive drinking concerns also upheld
The regulator further ruled that the phrase “One to erase today” could be interpreted as encouraging consumers to drink to the point of memory loss.
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Combined with visuals showing repeated pouring from three large wine boxes, the ASA concluded the advert promoted an irresponsible and unwise style of drinking.
The ruling stated: “We considered that this reference would likely be understood to mean drinking to the point of memory loss and therefore promoted a drinking style that was unwise.”
As a result, the regulator found the advert breached CAP Code rules 18.1, 18.7 and 18.17 relating to alcohol advertising.
Brand and platform respond
Perrin Et Fils told the ASA it recognised the concerns raised and had introduced internal improvements intended to ensure future compliance with advertising rules.
TikTok said it had reviewed the content and removed the advert for breaching its advertising policies.
The ASA instructed the company not to imply alcohol has therapeutic qualities, not to portray it as capable of improving mood or emotional wellbeing and not to encourage excessive consumption in future campaigns.
Social media scrutiny intensifies
The ruling forms part of increasing regulatory scrutiny around alcohol marketing on social media platforms.
As previously reported by the drinks business, the ASA reprimanded several alcohol brands during 2025 over digital campaigns found to breach advertising standards.
These included action against Four Loko over content deemed to encourage rapid consumption, and against VK over a Dry January themed Instagram promotion that regulators said undermined abstinence messaging.
The ASA also ruled against festive social media adverts from Bargain Booze after deciding content featuring Father Christmas could appeal strongly to under 18s.
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